Skip to main content
TGM Global Ride-Hailing & Food Delivery Insights 2024
LATAM Ride-Hailing and Food Delivery Trends 2024

Price-Conscious Indulgence Is Changing LATAM’s App Behavior

In Latin America, 29% order food to satisfy cravings, while 26% chase discounts. This is a proof that indulgence and thrift now go hand in hand. Explore how a new wave of consumers is transforming everyday convenience into a price-conscious pleasure.

LATAM Ride-Hailing and Food Delivery Trends 2024

Ride-hailing Insights across 30 countries
Written by
TGM Marketing Team
TGM Marketing Team
We're a team of storytellers, here to give you the strategic clarity you need to stay ahead in a constantly changing global market.
Latin America’s digital economy is undergoing a transformation - quietly but profoundly reshaping how people move, eat, and spend in their everyday lives. What’s unfolding isn’t just a surge in app usage; it’s the emergence of a consumer mindset that embraces value-driven indulgence.

In LATAM region, ride-hailing and food delivery platforms are thriving - not by offering luxury, but by delivering affordable convenience and occasional pleasure. Consumers in this market are both practical and passionate. They track discounts and split rides to save costs, but they also reach for comfort food to satisfy cravings. This duality is defining a new chapter in LATAM’s on-demand economy, where every click balances the urge to spend wisely and the desire to enjoy.

Smart Mobility: Driven by Cost and Necessity

Latin America’s cities are some of the most traffic-congested and economically diverse in the world.

TGM Global Ride Hailing 2024 shows that 26% of LATAM consumers opt for shared rides to split costs, slightly higher than 23% global average. This seemingly small difference speaks volumes about the market’s mindset: ride-hailing is not just about convenience; it’s about smart spending. Whether commuting to work or heading to social gatherings, users are actively choosing economical options that make the most of their budgets.

This cost-conscious behavior highlights how ride-hailing in LATAM has evolved into an essential utility. It helps people navigate daily life with efficiency and financial mindfulness.

26% of respondents in LATAM choose ride-hailing services to share rides and split travel costs with others

Food Delivery: A Click Between Craving and Caution

Top Reasons for using food delivery service in LATAM
While ride-hailing satisfies movement, food delivery speaks to mood. And in Latin America, cravings often take the lead.

According to TGM Global Food Delivery Insights 2024, 29% of LATAM consumers use food delivery to satisfy a craving, while 26% are motivated by promotions and discounts. These dual motivators, pleasure and price, capture the essence of consumer behavior in the region. Food, long celebrated as a cultural pillar across Latin America, now arrives via app with just as much meaning.

The craving-driven nature of delivery isn’t merely about indulgence; it’s a reflection of how food fits into daily life. Whether it’s a Friday night treat, a nostalgic dish from home, or a pick-me-up after a long day, food delivery serves emotional as well as functional needs.

At the same time, affordability remains central. Users carefully time their orders with app-based promotions, leveraging limited-time offers and bundled deals. In this way, delivery becomes an accessible reward, something that feels special but fits the wallet.

The Future of On-Demand in LATAM

The evolution of Latin America’s on-demand economy presents both a challenge and an opportunity for service providers. Consumers across the region are signaling a clear preference: they want platforms that help them spend wisely without compromising on experience. Affordability alone is no longer enough and indulgence, on its own, isn’t sustainable.

Success will come to companies that understand this dual mindset and design for both intention and delight. That means moving beyond transactional services to create ecosystems that feel intuitive, personal, and flexible.

Future-forward platforms will:

  • Offer dynamic ride-sharing models that adapt to urban realities and group mobility needs.
  • Deliver localized meal bundles and promotions that tap into cultural tastes while remaining wallet-friendly.
  • Use data to anticipate behaviors, surfacing offers tailored to a customer’s habits whether they're ordering a mid-week family dinner or catching a late-night ride.
Just as important as innovation is trust. In cost-sensitive markets like LATAM, transparency and reliability are vital. Surprise fees or inconsistent service can quickly drive users away. The brands that succeed long term will be those that build loyalty through honest pricing, consistent quality, and genuine relevance to daily life.

The future of the on-demand economy in Latin America isn’t about asking users to choose between practicality and pleasure. It’s about seamlessly integrating both: offering solutions that are smart, human, and deeply attuned to the rhythms of real life. This is the rise of a high-value convenience market - one built not on extravagance, but on understanding what truly matters: comfort, cost, and connection.

For a deeper understanding of the food delivery market in specific countries, purchase the country report for exclusive insights into local trends and consumer behaviors.
Your Roadmap to Winning in the On-Demand Economy
Download the full TGM Global Ride-Hailing 2026 and Food Delivery Reports 2024 to uncover deeper regional data and growth strategies.
Get Ride-hailing 2026 Report
Get Food Delivery Report
TABLE OF CONTENTS
Success Begins Here
Get in Touch & Contact TGM Research with Your Project 
Ask and get the answer! Please fill in the form. Tell us a little about your needs - and we will help you.
TGM Research Logo

Thank you for your message! We will get back to you soon.

We’re sorry — something went wrong.

Please try again in a moment.
If the problem continues, reach out to [email protected] for assistance.